Consumer socialization of preschool children: the interpretation of key concepts

If the problem of consumption in general and consumer socialization in particular is widely studied in modern sociology, the aspect of consumer socialization of children is insufficiently covered. There is also a problem of allocating institutions of consumer socialization. Therefore, the article examines the features of passing the consumer socialization of the preschool child through interaction with the shop. The prerequisites for the child to enter the consumption society are indicated. The article describes the specific features of preschool age, presents the ontogeny of consumer preferences, including the process of their formation at preschool age. The study shows the factors of successful consumer socialization of preschool children as well. In addition, the paper indicates the impacts of consumption industry on the child and the process of mastering consumption values by children. The shop is considered as an institution of socialization. The author emphasizes the study of the children’s shop as an institution for the socialization of children of preschool age and its opportunities in the implementation of consumer socialization.